Cover Image

ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI BRAND SWITCHING TERHADAP PENGGUNAAN E-WALLET

Competition in the digital world, especially in e-wallets, is now growing. Every year there are many special offers offered by each e-wallet to attract public interest. This allows people to move from e-wallet one to e-wallet GoPay. This study aims to analyze and determine the effect of looking for...

Full description

Saved in:
Bibliographic Details
Main Author: Sarah Michelle Lydia Hutauruk, (Author)
Format: Book
Published: 2021-02-06.
Subjects:
Thesis
NonPeerReviewed
Online Access:Link Metadata
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary:Competition in the digital world, especially in e-wallets, is now growing. Every year there are many special offers offered by each e-wallet to attract public interest. This allows people to move from e-wallet one to e-wallet GoPay. This study aims to analyze and determine the effect of looking for variations, promotions, and consumer dissatisfaction with the shift in e-wallet brands. The object of this research is the GoPay e-wallet. The sample in this study were 75 respondents using the purposive sampling technique because it has several criteria for respondents. Hypothesis testing in this study uses the inner model analysis, outer model, and t-statistical test using the SmartPLS 3.0 analysis tool and a significance level of 5% (0.05). The test results of this study resulted in an R-Square value of 0.709 or 70.9%, and the rest of 29.1% was influenced by other independent variables, such as product attributes, lifestyle, product quality, and price. Thus it can be concluded that looking for variations does not have a significant effect on brand movement, the promotion has a significant effect on brand shift, and consumer dissatisfaction has a significant effect on brand switching.
Item Description:http://repository.upnvj.ac.id/10953/1/ABSTRAK.pdf
http://repository.upnvj.ac.id/10953/12/AWAL.pdf
http://repository.upnvj.ac.id/10953/3/BAB%201.pdf
http://repository.upnvj.ac.id/10953/13/BAB%202.pdf
http://repository.upnvj.ac.id/10953/5/BAB%203.pdf
http://repository.upnvj.ac.id/10953/14/BAB%204.pdf
http://repository.upnvj.ac.id/10953/7/BAB%205.pdf
http://repository.upnvj.ac.id/10953/8/DAFTAR%20PUSTAKA.pdf
http://repository.upnvj.ac.id/10953/9/RIWAYAT%20HIDUP.pdf
http://repository.upnvj.ac.id/10953/10/LAMPIRAN.pdf
http://repository.upnvj.ac.id/10953/11/ARTIKEL%20KI.pdf

Similar Items